Кевин Келлер - Маркетинг менеджмент. Экспресс-курс
535
F. Kent Mitchel, «Advertising/Promotion Budgets: How Did We Get Here, and What Do We Do Now?» Journal of Consumer Marketing (Fall 1985): 405—447.
536
Модель постановки целей стимулирования сбыта приведена в работе: David B. Jones, «Setting Promotional Goals: A Communication Relationship Model», Journal of Consumer Marketing 11, no. 1 (1994): 38—49.
537
John C. Totten and Martin P. Block, Analyzing Sales Promotion: Text and Cases , 2d ed. (Chicago: Dartnell, 1994), pp. 69—70.
538
Paul W. Farris and Kusum L. Ailawadi, «Retail Power: Monster or Mouse?» Journal of Retailing (Winter 1992): 351—369.
539
Joe A. Dodson, Alice M. Tybout and Brian Sternthal, «Impact of Deals and Deal Retraction on Brand Switching», Journal of Marketing Research (February 1978): 72—81.
540
Philip Kotler, «Atmospherics as a Marketing Tool», Journal of Retailing (Winter 1973—1974): 48—64.
541
Dean Foust, «Coke: Wooing the TiVo Generation», BusinessWeek, March 1, 2004, pp. 77—78.
542
Monte Burke, «X-treme Economics», Forbes , February 2, 2004, pp. 42—44.
543
Мы предлагаем вам воспользоваться работой: Association of National Advertisers, Event Marketing: A Management Guide . Она размещена на сайте: www.ana.net/bookstore.
544
Ian Mount, «Exploding the Myths of Stadium Naming», Business 2.0, April 2002, p. 82.
545
Dwight W. Catherwood and Richard L. Van Kirk, The Complete Guide to Special Event Management (New York: John Wiley, 1992).
546
William L. Shankin and John Kuzma, «Buying That Sporting Image», Marketing Management (Spring 1992): 65.
547
Великолепный обзор этого вопроса содержится в работе: Thomas L. Harris, The Marketer’s Guide to Public Relations (New York: John Wiley, 1991); Thomas L. Harris, Value-Added Public Relations (Chicago: NTC Business Books, 1998).
548
Tom Duncan, A Study of How Manufacturers and Service Companies Perceive and Use Marketing Public Relations (Muncie, IN: Ball State University, 1985). Дополнительную информацию о различиях эффективности рекламы и PR вы можете найти в работе: Kenneth R. Lord and Sanjay Putrevu, «Advertising and Publicity: An Information Processing Perspective», Journal of Economic Psychology (March 1993): 57—84.
549
P. Rajan Varadarajan and Anil Menon, «Cause-Related Marketing: A Co-Alignment of Marketing Strategy and Corporate Philanthrophy», Journal of Marketing (July 1988): 58—74.
550
«Arts, Entertainment & Media Campaign of the Year 2004», PRWeek, n.d. (www.prweek.com/ us/events/index/cfm?fuseaction=awardDetail&id=20432).
551
Brandon Hall, «Sales Training Makeovers», Training, May 2005, pp. 14+: Carol Krol, «Canon Develops Sales Through Traditional Mail», B to B, October 11, 2004, p. 30; «Canon Tops for Copiers», Office Products International , May 2003, p. 18.
552
Термины маркетинг прямых заказов и маркетинг непосредственных отношений используются в качестве синонимов прямого маркетинга в работе: Stan Rapp and Tom Collins, The Great Marketing Turnaround (Upper Saddle River, NJ: Prentice Hall, 1990).
553
Michael McCarthy, «Direct Marketing Gets Cannes Do Spirit», USA Today, June 17, 2002, p. 4B.
554
Эти цифры предоставлены Direct Marketing Magazine , тел. 516—716–6700.
555
Edward L. Nash, Direct Marketing: Strategy, Planning, Execution , 3d ed. (New York: McGraw-Hill, 1995).
556
Средняя продолжительность сотрудничества ( N ) связана с уровнем удержания покупателей ( CR ). Предположим, компания сохраняет 80% своих покупателей в год. Тогда средняя продолжительность сотрудничества с покупателем равняется: N = 1 / (1 – CR ) = 1/0,2 = 5.
557
Lorie Grant, «Niche Catalogs’ Unique Gifts Make Money Less of an Object», USA Today , November 20, 2003, p. 3B; Olivia Barker, «Catalogs Are Complementary with Online Sales, Purchases», USA Today , December 4, 2002, p. 4E.
558
Steve Ivey, «After 2 Years, Do Not Call Registry ‘An Incredible Success’», Chicago Tribune , September 30, 2005, (www.chicagotribune.com); Meghann Cuniff, «Decline in Telemarketing Means Boom for Direct Mail Business», The Bulletin (Bend, OR), July 11, 2005, (www.ftc.gov/ donotcall).
559
Jim Edwards, «The Art of the Informecial», Brandweek , September 3, 2001, pp. 14+.
560
Charles Fishman, «The Tool of a New Machine», Fast Company , May 2004, pp. 92—95.
561
Tony Case, «Growing Up», Interactive Quarterly , April 19, 2004, pp. 32—34.
562
Thomas Mucha, «Spray Here, Get Girl», Business 2.0 , June 1, 2003.
563
Asim Ansari and Carl F. Mela, «E-Customization», Journal of Marketing Research 40, no. 2 (May 2003): 131—145.
564
David L. Smith and Karen McFee, «Media Mix 101: Online Media for Traditional Marketers», September 2003 (advantage.msn.com/articles/MediaMix101_2.asp).
565
Paul C. Judge, «Will Online Ads Ever Click?» Fast Company , March 2001, pp. 181—192.
566
Online Publisher’s Association, «OPA Media Consumption Study», January 2002.
567
Jeffrey F. Rayport and Bernard J. Jaworski, E-Commerce (New York: McGraw-Hill, 2002), pp. 116.
568
Bob Tedeschi, «E-Commerce report», New York Times , June 24, 2002, p. C8.
569
«Prime Clicking Time», The Economist , May 31, 2003, p. 65; Ben Elgin, «Search Engines Are Picking Up Steam», BusinessWeek , March 24, 2003, pp. 86—87.
570
«Global Click-Through Rates Level Off in 2004 After Year in Decline», New Media Age , November 25, 2004, p. 10; Ned Desmond, «Google’s Next Runaway Success, Business 2.0, November 2002, p. 73.
571
Heather Green, Online Ads Take Off Again», BusinessWeek , May 5, 2003, p. 75.
572
Seth Godin, Permission Marketing: Turning Strangers into Friends and Friends into Customers (New York: Simon & Schuster, 1999).
573
Chana R. Schoenberger, «Web? What Web?» Forbes, June 10, 2002, p. 132.
574
Stan Rapp and Thomas L. Collins, Maximarketing (New York: McGraw-Hill, 1987).
575
Bill Keenan, «Cost-per-Call Data Deserve Scrutiny», Industry Week , January 10, 2000.
576
Robert N. McMurry, «The Mystique of Super-Salesmanship», Harvard Business Review (March–April 1961): 114; William C. Moncrief III, «Selling Activity and Sales Position Taxonomies for Industrial Salesforces», Journal of Marketing Research (August 1986): 261—270.
577
John F. Martin and Gary S. Tubridy, «Major Account Management», AMA Management Handbook , edited by John J. Hampton (New York: Amacom, 1994) pp. 3–25–3–27; Sanjit Sengupta, Robert E. Krapfel, and Michael A. Pusateri, «The Strategic Sales Force», Marketing Management , Summer 1997, pp. 29—34; Robert S. Duboff and Lori Underhill Sherer, «Customized Customer Loyalty», Marketing Management , Summer 1997, pp. 21—27; Tricia Campbell, «Getting Top Executives to Sell», Sales & Marketing Management, October 1998, p. 39.
578
Luis R. Gomez-Mejia, David B. Balkin and Robert L. Cardy, Managing Human Resources (Upper Saddle River, NJ: Prentice Hall, 1995), pp. 416—418.
579
«What Salespeople Are Paid», Sales & Marketing Management , February 1995, pp. 30—31; Christopher Power, «Smart Selling: How Companies Are Winning Over Today’s Tougher Customer», BusinessWeek , August 3, 1992, pp. 46—48; William Keenan Jr., ed., The Sales & Marketing Management Guide to Sales Compensation Planning: Commissions, Bonuses & Beyond (Chicago: Probus Publishing, 1994).
580
Sonke Albers, «Salesforce Management – Compensation, Motivation, Selection, and Training», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 248—266.
581
Nanette Byrnes, «Avon Calling – Lots of New Reps», BusinessWeek , June 2, 2003, pp. 53—54.
582
Michael R. W. Bommer, Brian F. O’Neil, and Beheruz N. Sethna, «A Methodology for Optimizing Selling Time of Salespersons», Journal of Marketing Theory and Practice (Spring 1994): 61—75; Lissan Joseph, «On the Optimality of Delegating Pricing Authority to the Sales Force», Journal of Marketing 65 (January 2001): 62—70.
583
Thomas Blackhear and Richard E. Plank, «The Impact of Adaptive Selling on Sales Effectiveness Within the Pharmaceutical Industry», Journal of Marketing Theory and Practice (Summer 1994): 106—125.
584
Dartnell Corporation , 30 th Sales Force Compensation Anniversary Survey . 12,7% времени тратится на сервисные контакты, 16% – на выполнение работ административного характера, 25,1% – на продажи по телефону и 17,4% – на ожидание и время в пути.
585
Willem Verbeke and Richard P. Bagozzi, «Sales Call Anxiety: Exploring What It Means When Fear Rules a Sales Encounter», Journal of Marketing 64 (July 2000): 88–101.
586
Gillbert A. Churchill, Jr., Neil M. Ford, and Orville C. Walker, Jr., Sales Force Management: Planning, Implementation and Control , 4th ed. (Homewood, IL: Irwin, 1993); Jhinuk Chow-dhury, «The Motivational Impact of Sales Quotas on Effort», Journal of Marketing Research (February 1993): 28—41; Murali K. Mantrala, Prabhakant Sinha, and Andris A. Zoltners, «Structuring a Multiproduct Sales Quota-Bonus Plan for a Heterogeneous Sales Force: A Practical Model-Based Approach», Marketing Science 13, no. 2 (1994): 121—144; Wujin Chu, Eitan Gerstner, and James D. Hess, «Costs and Benefits of Hard-Sell», Journal of Marketing Research (February 1995): 97–102; Manfred Krafft, «An Empirical Investigation of the Antecedents of Sales Force Control Systems», Journal of Marketing 63 (July 1999): 120—134.
